Hard Rock launches Unity, its new loyalty program: all about points, status and benefits
There are the hotels, but also the casinos and, of course, the famous 'cafes'. Hard Rock is a brand born in [...]
There are the hotels, but also the casinos and, of course, the famous 'cafes'. Hard Rock is a brand that started in London in 1971 as a chain of themed restaurants (which today number as many as 191 in 59 countries around the world), later evolving into the hotel and gambling business due to the popularity of its venues (who, among those who are now 40 years old or older, did not buy one of the famous T-shirts in the 1990s?).
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The group, which has been owned by the Seminole Tribe of Florida Indians since 2007, in 2013 had launched its first loyalty program, called Hard Rock Rewards, which a few days ago it was relaunched as Unity by Hard Rock.
The new program allows you to collect Unity Points with stays in the group's hotels and resorts, eating in restaurants (the famous 'cafes') and spending in souvenir and memorabilia stores.
There are four expected statuses: the entrance one which is called Star, followed by Legend (accessed upon reaching 4,000 Unity Points) and Icon (need 15,000 Unity Points), while the highest status (X) is accessed by invitation only.
Program members earn 3 Unity Points for every dollar spent in restaurants, hotels and stores and 1 Unity Point for every dollar spent in casinos, except those spent directly in the game (for which they receive additional points).
Unity Points can be used to get Hotel nights and free dinners or for shopping in stores and gambling according to a conversion ratio that recognizes One dollar for every 100 Unity Points earned. The counting of 'tier points', that is, of the points needed to rise in status, Is instead 1 Unity Point for every dollar spent.
Benefits For those with status include free early check-in and late check-out, room upgrades and (for Icon and X members only) a second evening room service.
All members have at their disposal reserved hotel and resort rates, a free dessert in restaurants on their birthday, and 10% discount on merchandise purchased online at shop.hardrock.com.
The group recently launched a new brand in the hotel industry called Reverb, with the first location in Atlanta in the United States and the second about to open in Hamburg, Germany.
The bulk of Hard Rock-branded hotels and casinos are located in North America, Mexico, and the Caribbean, with some locations also in Asia, Latin America, and Europe.
There are a total of six hotels on the old continent: 4 in Spain (Madrid, Marbella, Ibiza and Tenerife), one in Switzerland in Davos and one in Ireland Dublin.
Classic destinations for a predominantly young, or at least under-40 tourism (with the exception of Madrid). A seventh Hard Rock Hotel will open soon in Malta. There are four cafes/restaurants in Italy: in Rome, Milan, Florence and Venice.
